It’s Halloween, 2008. Life-size Elvira cut-outs have appeared in every newsroom across central Alabama. How? Big put them there.

When Atrox Factory Haunted House first approached Big Communications, they had been handling their own creative for years. And they had done a good job with slogans such as “A mind is a terrible thing to taste” and “Who needs a spleen anyway”, but it was time for a fresh start. Big took the challenge to heart and created – Atrox Factory Where Fear Lives.

Glow in the dark posters and coasters were distributed guerilla style to local high school football games, bars and restaurants, as well as other venues where young people hang out.

Since Atrox Factory also brings in horror genre celebrities such as Robert Englund (aka Freddy Kruger) and Cassandra Peterson (Elvira) the media relations aspect is deadly important.

Media drops included hand made voodoo dolls and life-sized Elvira cutouts delivered to key reporters around the Birmingham metro area. Each drop resulted in multiple media hits from TV and radio to print publications.